Recent statements from Google’s Gary Illyes have sparked discussions within the SEO community regarding the importance of links for ranking purposes.Â
At a search conference in Bulgaria, Illyes suggested that Google now requires fewer links to rank pages, indicating a shift in the search engine’s approach.Â
Patrick Stox’s tweet echoed Illyes’ sentiment, quoting him as saying, “We need very few links to rank pages… Over the years we’ve made links less important.” Illyes himself later tweeted a confirmation of this statement, acknowledging its significance.
Are the importance of links in SEO diminishing?
The diminishing importance of links can be traced back to Google’s evolving algorithms over the years. Initially, links served as valuable indicators of a website’s credibility and relevance. However, as manipulative link-building practices emerged, Google adapted its algorithms to combat spammy tactics.Â
By the mid-2000s, Google had begun using statistical analysis to detect and discount manipulated links. Subsequently, changes such as the devaluation of “powered-by” links and those from directories further diminished the influence of links on rankings.Â
The introduction of algorithms like Penguin in 2012 aimed to penalize websites engaging in questionable link-building practices, marking a significant shift in Google’s approach to link evaluation.
In response to the growing complexity of link signals, Google implemented changes to its policies, including the introduction of the nofollow attribute in 2019. This change allowed websites to specify which links should not pass authority to external sites, providing greater control over link equity distribution. Illyes confirmed that this update was motivated by the need to address issues related to the link signal.
Google clarifies about importance of Links
Google’s stance on the importance of links was further clarified in 2023 when Illyes revealed at PubCon Austin that links were not among the top three ranking factors. Subsequently, in March 2024, coinciding with the release of the March 2024 Core Algorithm Update, Google revised its spam policies documentation to downplay the significance of links for ranking purposes.
What does it mean in 2024?
These developments underscore Google’s ongoing efforts to refine its algorithms and prioritize high-quality content over manipulative link-building tactics. While links remain a factor in Google’s ranking algorithms, their diminishing importance highlights the importance of focusing on content quality, relevance, and user experience to achieve optimal search engine visibility.